Last semester I worked for an environmental startup based in Madison and we did a public mobilization campaign via social media for Earth Day. To commemorate the 40th annual Earth Day and raise awareness for renewable energy, we launched an Earth Day scavenger hunt. Special stickers were placed around busy areas on UW-Madison’s campus, and students were encouraged to find a sticker, snap a picture and upload it to the Powered Green Facebook Page. The participants were then automatically entered into daily drawings for a chance to win sustainable products from participating sponsors. We used Facebook, Twitter and a page on our website to publicize the event and drive traffic to the Facebook page. Our tweets and status updates included event updates, prize announcements and hints about sticker placements.
Hundreds of pictures and comments appeared on Powered Green’s Facebook page, the story was picked up by several popular green blogs, and we got tons of traffic to our website and Facebook fan page. I think it was successful because the event provided people with an easy way to get involved in the Earth Day celebration, peoples’ Facebook friends could see their environmental efforts, the social media platforms were popular among our target, and there were prize incentives.
A weekend or so after Earth Day, my roommates and I were having a Mifflin pre-game party and a friend of a friend noticed my (Powered Green branded) water bottle sitting by the sink. After he found out it was my water bottle, he came up to me and told me how great he thought the event was and he had fun searching for stickers on his way to class. I was so excited he recognized our efforts that I did what anyone in my position would have done. I poured him a shot and we threw one back to going green.